How Can Customer-facing Employees Help Build Brand Equity?
- Topics:
- Brand Management
- Tags:
- Brand,
- Brand Equity,
- Branding,
- Marketing
- Source:
- Information Today
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Overview: It is very essential that attracting and keeping the most talented and productive employees is more important than ever. Companies today must do more with less yet must continually find ways to strengthen their brand offering and provide a differentiating product or experience for customers. However, companies are questioning how they can possibly continue to deliver the same level of customer service while they are forced to make cutbacks. The answer to this challenge is effective management of human capital. If a company wants fewer employees to contribute more, then it must do everything it can to attract people who have a natural knack for the job. Furthermore, companies must do everything they can to keep these individuals motivated and engaged in their jobs, since they are likely to be in high demand elsewhere. Companies strengthen their brand image by helping employees to consistently deliver the brand promise to customers. The customers, in turn, are reinforced that the perceptions of the brand they chose were correct. This closed-loop approach to brand management can pay dividends in many ways, including more efficient operations and labor utilization, improved service, and consistently satisfied customers who also become advocates for the brand.
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Format: HTML | Date: Nov 2003 | Pages: 1
